In South Africa, Smirnoff Ice Targets Hipsters With a Free Cab Service

Smirnoff Ice Double Black With Guarana is hoping to appeal to South African hipsters with an app called "Explore the Night" that combines crowdsourcing with a free taxi service. For three months, people in Johannesburg, Durban and Cape Town can use the app (created by Isobar, JWT and Sonic State) to call one of 30 cabs that will take them wherever they want to go for free.

But wait, there's more. The app also has a "Heat Map," an in-app function that uses crowdsourcing to identify the hottest bars; it gives places ratings on a "hipster index." Plus, you can take that all-important selfie while you're sitting in the back of the taxi. While the crowdsourcing element is nothing new -- it reminds us of Heineken's "Where Next?" -- combining it with the cab service is a clever move. And it also ensures hipsters aren't drinking and driving.